So you’ve made improvements to your website (Part 1) and now have a steady stream of traffic from Search Engine Marketing (Part 2), we’re now ready for Part 3 in our six-part series on How to Generate More Leads.
Our next lead-generating topic will focus on digital marketing strategies that go beyond your immediate website – webinars, advertising, partnerships, and additional ways to track your results. Remember this is not a step-by-step guide, but rather a collection of proven strategies that you can implement to help grow your business. For best results, consult a marketing professional who is well versed in the specific area you wish to pursue!
Offering unique webinars is a great way to demonstrate your knowledge and expertise while providing real value for your customers. You can use webinars for updates in your industry, for the launch of a new service or product, or simply as an intro course for a certain topic or technology that is relevant. While webinars and other online presentations can take a lot of time and effort to put together, the rewards can be substantial from a lead generation standpoint – just make sure you have the right tools in place to promote the webinar, register attendee information, measure actual attendance, and follow-up!
In Part 1, we previously mentioned informative content as a key ingredient to your marketing success. We’ll touch on it again because offering free informative content like an eBook, video, tip sheet, white paper, or case study is an excellent way to build trust and interest with your target audience. In addition, well designed, high-quality, and entertaining content will often get shared among colleagues providing the benefits of referrals or viral marketing.
Digital ads have become a daily part of life online. You’ll find ads in search results, news sites, email platforms, industry sites, blogs, video sites, catalog sites, just about everywhere. Unlike text-based ads mentioned in Part 2, online display ads focus on images, video, animation and audio to communicate a message. There is a wide variety of online display ad options to choose, so let’s highlight some of the most effective options:
With text-based search ads, graphic display ads, YouTube video ads, or in-app mobile ads, you have plenty of ways to reach your target customer with Google Ads. Reach out to potential customers within a few miles of your business, or broadcast your ads to entire regions or countries. With Google Ads, it’s really up to you and your objectives.
Search ads (text ads) appear above and below Google search results when people look for products and services you offer. And, you only pay when people click the ad to visit your website or call your business.
Google Display Network
With millions of websites, news pages, blogs, and Google websites like Gmail and YouTube, the Google Display Network reaches 90% of Internet users worldwide. With specialized options for targeting, keywords, demographics, and remarketing, you can encourage customers to notice your brand, consider your offerings, and take action.
YouTube Video Ads
Video ads are shown only to the people you want and you only pay when they watch. In other words, you won’t waste money advertising to people who aren’t interested in your business. YouTube reaches more 18-49 year-olds than any cable network in the U.S. And with over one billion users, you can select the audience you want based on age, gender, location, interests, and more. Plus, you only pay when they engage with your ad. If they skip it before 30 seconds (or the end) you don’t pay a cent.
Google App Ads
Get your app in front of the right people. App ads are a simple way to promote your app to iOS or Android users on Google – as with other options, App Ads and be very effective depending on your objectives.
Similar to Google Adwords, but a smaller network and less well known due to their much smaller market share as a search engine.
Ads can appear in the News Feed on desktops, the News Feed on mobile, and in the right column of Facebook on the desktop. Ad content is sometimes paired with news about social actions that your friends have taken, like liking a Page.
With more than 1.8 billion people using Facebook every month, Facebook ads can be extremely effective, depending on your goals. Like Google Adwords, you can get very specific with targeting your audience and also easily control your budget on a daily basis. Depending on your objectives, there are a variety of different options, formats, and fee structures with Facebook Ads.
Target and reach more than 450 million professionals with ads on LinkedIn. Like the other platforms listed above, LinkedIn offers excellent targeting options by industry, company, job title, location, and more. Depending on your objectives, LinkedIn ads offer a variety of formats: sponsored content, sponsored InMail, dynamic ads, display ads, and text ads.
Like the other platforms mentioned above, there are different options and ad types on Twitter: Promoted Tweets, Promoted Accounts, and Promoted Trends. Depending on your goals, different ads types can be combined with different ad formats to increase web traffic, generate leads, grow followers, or build awareness. Although Twitter can be effective, the other platforms listed above are known to drive better results than Twitter.
Industry Site Ads
Many industry-specific catalogs, publications, organizations, and associations offer digital advertising options on their platforms or websites. Depending on your objectives, these can be excellent options, but it depends on factors such as monthly traffic, visitor demographics, cost, and more. Make sure you do thorough research before starting with any new ad platform to ensure you can accomplish your objectives and are able to measure the results independently.
Building a mutually beneficial partnership with another business (by cross-promoting each other’s products or services) has long-term potential for generating strong leads in a cost-effective manner. There are different types of partnership channels, like content generation/blogging, social media, video, lead referrals, email, and sponsorship. Building a partnership should be mutually beneficial, to you, to your partner, and also to each party’s customers, clients, users, and readers. Be sure to keep your audience and potential customers in mind at all times.
Be sure to integrate tracking tools (i.e. Google Analytics) with your site so that every touchpoint is tracked and your decisions aren’t based on assumptions. This can be accomplished with Google Analytics using conversion goals and custom URLs (UTM Parameters). Ensure that everything is integrated properly with each channel/tool and the data can help you identify what has worked and what hasn’t. And then before you take the next step, consider what the numbers say in relationship to your objectives?
- Getting Started with Google Analytics
- 15 Google Analytics Tips from Neil Patel
- Collect Campaign Data with Custom URLs
The digital marketing tools and platforms outlined above are proven tools to drive results. However, without thorough planning and experience, you can quickly waste a lot of time and money. Do your homework and lean on experts to help you avoid the common rookie mistakes.
In Part 4 of our series on How to Generate More Leads, we’ll look at Offline Marketing techniques and how they can help generate leads for your business.